SEO is a set of techniques applied to your website for it to be ranked higher in search engines like Google, Yahoo! and Bing. The application of these techniques to facilitate the reading of your site by search robots, so that it is found when a person enters a keyword related to your content. Contrary to what some people may think, however, SEO also aims to facilitate understanding of your site for people, ie improve navigability and leave the course content and rich in information are also part of the SEO techniques that go beyond inserting codes, tags and keywords.
An important distinction to make is the White Hat , which aims to improve your site in order to provide a better user experience and thus climb organic positions in search engines, the Black Hat ¸ tricks used to fool the search engines in order to improve the organic positions of your site more quickly, but with poor quality in relation to interaction and user experience with the content offered.
The search engine penalizes sites that use Black Hat, when identified this practice.
Optimizing a site is basically divided into two areas: On-page and Off-page. Optimizing on-page concerns all the inserts keywords and codes on the pages of the site, taking into account also the usability, navigability and user experience on the page, while off-page would be to build external links website ( link-building ).
To optimize a page, it is necessary to understand some terms and names, but we will by parties. First, your pages need to be responsive , ie, need to adapt to different types of devices that you can use to access your site (desktops, tablets, mobile phones and wearables). In addition, need to follow some usability indications (or User Experience UX ) as a difficult to navigate website has a high bounce rate and not rankeia well in Google, as this is an important metric and composes the quality index of your pages .
Followed these first indications of how to assemble the structure and layout of your site, here’s the steps of optimizing your site:
Choosing the right keyword for your content is the most important because it is through it that users will find your site in the search. The chosen keyword for a particular page should be aligned with the strategy chosen keywords to content as a whole, so that keywords “long tail”, ie. that are part of the semantic universe of a root keyword, can strengthen the relevance of the site as a whole for the root keyword. For example, the root keyword that I would like to work is “digital marketing” as it is not a good practice to repeat more than twice the same keyword on the site, I can use “digital marketing for beginners”, “best digital marketing practices “and so on. It is also recommended to avoid stop words like “and”, “or”, “in”, and focus on the most essential words for searches.
To learn which keywords are more likely to rankear, it is recommended to analyze the search volume and competition analysis (which may indicate a few words to be worked to gain competitiveness).
The title of your page is considered one of the most important on-page optimization factors, it indicates directly the content that you will find there. Often it is the title that will put your page in the first organic positions, so it must be appealing and explanatory, preferably containing the keyword early on.
In the digital world, we also know the subtitle as H2, it is necessary to add an <h2> in the HTML of the page to let you know that phrase should be differentiated from the rest of the content. There is no limit subtitles you can insert in your content, but it is recommended that there is at least one with the keyword.
Alt-Text is the “Alternative Text”. Fits browsers that can not display the image, then in this case show the alternative text, which exposes the place where the image with that content and description should be showing up , either within the content or “cover” page. It is not enough to insert the chosen keyword in the name of JPG or PNG file you will rise on the site page, it is not the same thing. As the robots of search engines can not read image, it is important that you give a description of the visual content so that this image is also good positioned in searches when people seek for that content.
The meta title is the title of your page that is visible to people in search engines. That title, as well as the entire contents of your website should be interesting and explanatory, so that people can easily identify the information they find on your page. It is recommended that the meta-title has a maximum of 55 characters, to fit completely in the space provided in the organic searches
The meta-description is the description of the content that appears in searches. Usually when we have a very large number of page impressions, that is, when the page appears to users of search engines often, but with a number of low-clicks, the meta-description is not flashy enough and it is necessary change it to let the content of the lighter page to Internet users and more appealing than the content of the competition, so that people choose to click on your link and not in others that appear for the same keyword. The meta-description can be up to 156 characters, and the keyword should preferably be in its infancy.
An important metric for Google is how much time people spend on your site and how many pages they access per session (for time they enter the site). Robots understand that the more time people spend on your site, the more relevant and interesting your content is, and that is precisely what the search engines want to provide for users: interesting and relevant content for their search. If your content is if framed in this definition, your site will be positioned higher up on the search pages, strengthening the SEO actions and bringing the best organic results.
As it was revealed in the discussion above, when it comes to website optimization, we are saying that keywords are inserted in a relevant content of a site with good navigation. The problem lies in the fact that many firms do not have a relevant content, does not have a site with good navigation and much less a strategy of keywords. Yes, you need a strategy to keywords is not enough just pick some at random and insert it in your precious source of leads.
A successful design optimization takes at least one year , when it becomes truly sustainable as long as periodic maintenance to be done on the site after this period.
The first three months of the project are the most important and laborious, why is when strategic analysis must be made, site problems of identification and your current situation. After this SEO scan is done, it is a study of keywords, which encompasses a benchamarking analysis to know what the competition is doing, what keywords they are using, etc. This study of keywords is important, as stated above, to identify the volume of searches, the most significant changes in the semantic universe, etc.
After doing this study of keywords and competition, the application of keywords begins, titles, meta titles, meta-descriptions and alt-tags optimized on all site pages.
Soon after the application of optimized information, the site has already begun to rankear better in search engines like Google. Generally it is observed that drive the organic positions by calling SERP – Search Engine Results Page – which is nothing more than a before and after the site’s position in the organic searches. See the results of a client who started an SEO project with NoTopo in February 2015:
From the sixth month there has been a greater increase in organic traffic sessions on the site, because more pages were indexed on Google, and as we were working on the semantic universe of keywords and making Link-Building, we give more relevance to the site as a whole, causing more pages were drawn for the first organic positions. After a year of project completion with a website optimized and well ranked higher in search engines, even the action of active competition keywords this site, increasing organically accesses to the site.
Most of the traffic from sites comes from organic sources, ie rankeados links organically in the search engines. Other sources of traffic, such as online advertisements or actions in social media are also relevant, but the search engines continue to be the main, regardless of your site provide content, services or other things.
SEO Beauty is in the fact that you are finding exactly by people who are searching for what you offer, meaning you will be more present for your target audience, which will be expanded to reach the internet. Having an optimized website is a guarantee that people (possibly qualified leads) will find your site when they need you most, exponentially increasing the power of your business!
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